Heineken, StrawberryFrog Are Soccer Tandem

NEW YORK Following its announcement today that Heineken will take over the sponsorship of the UEFA Champions League from Amstel, the Amsterdam-based brewer has tapped hometown shop StrawberryFrog to provide advertising, according to the agency.

The agency’s offices in New York and Amsterdam, the Netherlands, will both work on the soccer assignment, which will break in late summer 2005 and run through the 2006 finals.

Amstel, which is sponsoring the tournament’s 2005 final being held today between Liverpool and Milan AC in Istanbul, Turkey, has advertised in 90 markets. StrawberryFrog’s work, conceived by about 20 creative teams worldwide, will run in more than 120 markets, said CCO Scott Goodson.

Print, television, online and out-of-home advertising will aim “to link the spirit of the Heineken brand to the spirit of the Champions League, which is of course the best of the best,” Goodson said.

The budget for the assignment was not disclosed. Heineken executives could not be reached for comment.

—Adweek staff report